In a Managed Portfolio, the Median Campaign Bids Toward Three Conversion Goals

44.0% of the Median Account’s Search Clicks Land in Google’s Leftover Category

Across 88 accounts and 6.6 million clicks, the leftover row Google labels 'other search terms' holds a median of 44.0% of the clicks its category report accounts for.

Google Says Count a Lead Once. In 79 of 98 Accounts the Bidding Column Counts It Every Time

An audit of 1,611 conversion actions inside the column Smart Bidding optimizes toward: 51.1% of lead-type actions count every conversion against Google's own advice, while 86.7% of sales follow it.

A Google Ads Audit Checklist Ordered by the Strongest Evidence

Eight account checks ordered by the strength of the measurement behind each one, starting with the worst tenth of zero-conversion search terms, which holds a median 48.8% of the wasted spend in 32 accounts.

Which Google Ads Score Actually Tracks Results? Three Tests and One Data Gap

Across 10,424 landing pages in 22 accounts, pages scoring 9 or 10 on Google's mobile speed scale convert pooled clicks at 7.41% against 1.45% for the slowest, yet inside the median account the same relationship is only 0.11.

The Last-Step Gap: Ad Strength Sorts Every Step of Its Scale Except One

Compared inside the same ad group across 72,970 ads, Good beats Average on click-through rate in 71.1% of cases, while Excellent beats Good in only 48.3%.

The Score-Rank Gap: What Optimization Score Actually Ranks Inside Your Account

Across 29 Google Ads accounts and 6,071 scored campaigns, the median rank correlation between a campaign's optimization score and its click-through rate is 0.05, and for conversion rate it is -0.05.